Navigating Loss: Empathy's AI-Powered Platform for Estate Organization

Despite being a universal aspect of the human experience, death often presents significant complexities, extending beyond emotional and religious considerations to encompass practical financial and organizational challenges. Recognizing this, a new company named Empathy is emerging from its initial development phase. Their goal is to diminish the stigma surrounding proactive management of these difficulties, offering an AI-driven platform designed to assist families in organizing affairs following a loss.

Significant Time Investment for Bereaved Families

According to CEO Ron Gura, co-founder alongside Yonatan Bergman, families typically dedicate approximately 500 hours to handling matters related to the passing of a loved one. Empathy aims to function as a “digital companion,” providing bereaved families with empowering native applications.

Gura describes Empathy as a “GPS for the recently bereaved,” guiding users through the often-overwhelming process.

Funding and Market Launch

The Israeli-based startup is initiating its services in the U.S. market, backed by $13 million in funding jointly led by venture capital firms General Catalyst and Aleph.

A Large and Often Unprepared Market

An average of 3 million people die annually in the United States, a figure that has experienced increases, particularly due to the COVID-19 pandemic. Despite the inevitability of death, many individuals are unprepared for the associated logistical burdens, whether due to personal anxieties, religious beliefs, or a simple reluctance to contemplate such subjects.

This lack of preparation has, paradoxically, contributed to a reluctance to develop and promote services designed to alleviate these burdens, creating a notable gap in the market.

Identifying an Opportunity

“I’ve been focused on this area for several years,” Gura stated, referencing his previous collaborations with Bergman at The Gifts Project and subsequently at eBay Israel after its acquisition of the social gifting venture. “Death represents one of the last consumer sectors largely untouched by innovation. This isn’t due to technological limitations or regulatory hurdles, but rather a natural human tendency to avoid confronting the reality of mortality.”

He further suggests that the inherent vulnerability associated with death contributes to hesitation in building businesses around it.

Transparency and Cost Structure

Empathy prioritizes transparency in its approach. The platform offers a free trial period of 30 days, followed by a one-time fee of $65, regardless of the duration of use – whether it be five months, five years, or longer.

Step-by-Step Guidance Through Complex Tasks

Upon providing basic details about the situation, users are guided through a structured process addressing the various tasks required after a death.

This encompasses initial arrangements, notifications, funeral planning, document procurement, will execution, identity verification of the deceased, property management, probate proceedings, benefit settlements, bill payments, asset handling, tax obligations, and potentially, bereavement support.

Many individuals find themselves navigating these processes for the first time while simultaneously coping with grief, creating a challenging and emotionally taxing experience.

A Digital Assistant, Not a Referral Service

Empathy functions as a “digital assistant,” prompting users with necessary steps and providing guidance. The platform does not offer referrals to external services or engage in advertising, and Gura assures that user data will solely be utilized for the purpose of estate settlement.

A Growing Sector

Empathy is not the sole innovator in this emerging field. Other companies, such as Farewill in the U.K. (focused on will creation), Lantern (promoting conversations about death planning), and Trust & Will (an estate planning startup), are also addressing aspects of this market. This competition indicates a growing recognition of the need for technological solutions in this sensitive area.

Industry Validation

“The end-of-life industry is a substantial sector that has remained largely unaffected by the digital transformation sweeping other industries,” commented Joel Cutler, MD and co-founder of General Catalyst. “Empathy uniquely addresses both the emotional and logistical challenges of loss. We are confident that this technology will be invaluable to families.”

Michael Eisenberg, partner and co-founder at Aleph, added, “The Empathy team is leveraging their extensive experience in consumer software to significantly improve the handling of burdens associated with death. During times of grief, families often lack the capacity to manage tasks and bureaucratic processes. By integrating financial technology with emotional understanding, Empathy has created a compassionate product for those left behind.”

Future Expansion

Looking ahead, Gura indicated that Empathy may expand its services to include pre-death planning and address other life events that generate significant obligations, such as divorce.